Search results
1 – 10 of over 5000Shahzeb Hussain, Olga Pascaru, Constantinos Vasilios Priporas, Pantea Foroudi, T.C. Melewar and Charles Dennis
This study aims to examine the effects of celebrity negative publicity on attitude towards brand, corporation, brand reputation and corporate reputation, both directly and through…
Abstract
Purpose
This study aims to examine the effects of celebrity negative publicity on attitude towards brand, corporation, brand reputation and corporate reputation, both directly and through the moderating effects of social media involvement, brand commitment, identification and attribution (both types). Associative network theory has been used to explain these effects.
Design/methodology/approach
A quantitative survey of 550 respondents was carried out in London and surrounding areas. Structural equation modelling was used to analyse the data.
Findings
The findings suggest that celebrity negative publicity affects brand reputation and corporate reputation. Further, the moderating effects of social media involvement and brand commitment on attitude towards brand and corporation, identification on attitude towards brand, attribution types on attitude towards corporation were not found.
Originality/value
To the best of the authors’ knowledge, this is the first paper to examine the effects of celebrity negative publicity on attitudes towards brand, attitude towards corporation, brand reputation and corporation reputation, directly, and through the moderating effects of attribution (both types), identification, commitment and social media. Findings from this study will minimise the gap in the literature on the topic and will help managers and policymakers to understand the effects of celebrity negative publicity in detail.
Details
Keywords
Casey E. Newmeyer and Julie A. Ruth
Marketing managers have strategic choices when forming brand alliances. One such choice is integration, defined as the extent to which the offering is a fusion in the form and…
Abstract
Purpose
Marketing managers have strategic choices when forming brand alliances. One such choice is integration, defined as the extent to which the offering is a fusion in the form and function of the partner brands. The paper aims to investigate how integration affects consumer attribution of responsibility to brand alliance partners.
Design/methodology/approach
This paper builds on the previous study on brand alliances and attribution theory. Multiple experiments are used to test three hypotheses.
Findings
This research shows that consumers are sensitive to the level of alliance integration, which, in turn, affects attributions of responsibility for the joint offering. Consistent with attribution theory, results show that responsibility for each brand varies systematically by integration and lead brand status vis-à-vis the alliance: while consumers perceive both brands as equally responsible for higher integration brand alliances, responsibility attributions diverge in lower integration alliances based on whether the brand is the alliance host. This pattern also holds for product-harm events.
Research limitations/implications
It is important to explore brand alliance characteristics and to date, the level of integration between the partners has not been considered from a consumer standpoint. Consumers are sensitive to the level of partner brand integration and this perception influences perceptions of responsibility.
Practical implications
Managers should be aware that the level of brand alliance integration and lead brand status lead to different attributions of responsibility, which is strategically important, as brands seek to take credit in positive contexts and avoid blame for negative events.
Originality/value
This paper explores brand alliances via the level of integration and leads brand status, which are key determinants of consumer attributions of responsibility.
Details
Keywords
Liangyan Wang, Eugene Y. Chan and Ali Gohary
During a brand crisis, consumers construct attributions to understand the cause of the crisis and to assign blame, with attributions of blame to firms consequently lowering brand…
Abstract
Purpose
During a brand crisis, consumers construct attributions to understand the cause of the crisis and to assign blame, with attributions of blame to firms consequently lowering brand attitudes. The purpose of this paper is to explore attributions of blame in performance- versus values-related brand crisis. Do consumers assign different levels of blame to values- versus performance-related brand crises?
Design/methodology/approach
The authors conducted three experimental studies, plus one pilot study, with American, British and Australian participants in which they manipulated the type of brand crisis as values- or performance-related to determine the extent to which consumers attribute blame to the firm and the effects of those attributions on consumers’ brand attitudes.
Findings
Findings indicated that consumers assign more blame to firms for a values-related brand crisis than for a performance-related brand crisis.
Research limitations/implications
The findings of this study explain how consumers are harsher towards firms that violate some moral or social standards than those that exhibit product defects.
Practical implications
For branding and public relations officials, finding greater internal attribution for values-related brand crises offers implications for how and what information about such crises ought to be conveyed to manage consumer response and brand reputation.
Originality/value
To the best of the authors’ knowledge, the findings are the first to explore attributions in blame toward values- and performance-related brand crises.
Details
Keywords
Denghua Yuan, Geng Cui and Lei Lai
When apologizing for a brand crisis, self-attribution by a business inevitably affects consumer attitude and behavior. The purpose of this study is to draw from the dissonance…
Abstract
Purpose
When apologizing for a brand crisis, self-attribution by a business inevitably affects consumer attitude and behavior. The purpose of this study is to draw from the dissonance-attribution model and investigate the effect of self-attribution in apologies on consumers’ brand attitude.
Design/methodology/approach
This study includes two scenario-based experiments of 2 × 2 design.
Findings
In the first experiment on product failure, the results show that internal attribution generates significant change in brand attitude in a positive direction, while external attribution leads to negative change in brand attitude. Dispositional attribution leads to significantly more positive brand attitude than situational attribution. Internal/dispositional attribution produces significantly more positive effect on consumer attitude than the other three types of attribution. Moreover, perceived risk is found to mediate the relationship between attributions and brand attitude, and such mediating effect is moderated by consumers’ corporate associations. However, in the second experiment on moral crisis, the mediating and moderating effects are not significant.
Practical implications
Clearly, how a company apologizes for a product crisis makes a big difference in the effectiveness of recovery strategies to restore consumer confidence. Sincere apologies based on internal/dispositional attribution are more effective to re-gain the respect of consumers and win them back.
Originality/value
This study is the first to examine consumer reactions to self-attributions by marketers apologizing for a brand crisis and the combined effect of self-attributions along the horizontal dimension (internal versus external attribution) and the vertical dimension (dispositional versus situational attribution).
Details
Keywords
The purpose of this paper is to investigate the relationship between consumers' alliance encounter satisfaction (AES) and their behavioral intentions toward standalone platforms…
Abstract
Purpose
The purpose of this paper is to investigate the relationship between consumers' alliance encounter satisfaction (AES) and their behavioral intentions toward standalone platforms of host and guest partners, and the moderating effects of consumer AES attributions on AES-to-behavioral intention relationships.
Design/methodology/approach
This paper extends attribution theory and satisfaction literature to the brand alliance context. The study used 1,470 survey responses from consumers, each having had purchase experiences with one of 16 brand alliances, to test hypotheses.
Findings
AES spills over to favorable behavioral intentions toward each alliance partner as a standalone brand. This spillover effect is strengthened by a carryover effect. Intriguingly, if a partner outshines the other and solely receives AES attributions, there is a significant contrast effect adversely affecting the spillover effect for the non-attributed partner.
Practical implications
The findings provide advice on partner selection and alliance resource commitments. Choosing partners well and working synergistically to attain AES is essential for gaining behavioral intention uplift for alliance partners. Brand managers are advised to select partners with comparable rather than superior capabilities. Also, since outcomes of alliance encounters lead to greater gains (or losses) for host brands, hosts are called to be particularly thorough when making alliance resource commitments.
Originality/value
There are few studies of actual consumer experiences with alliances, since most consumer-focused alliance research uses experimental designs. This paper is among the first to examine the effects of actual consumer alliance encounters on behavioral intentions toward each alliance partner as a standalone firm.
Details
Keywords
This study aims to investigate the effects of type of message (information/buy), the moderating effects of fit (high/low) and salience (brand vs cause) and the mediating effects…
Abstract
Purpose
This study aims to investigate the effects of type of message (information/buy), the moderating effects of fit (high/low) and salience (brand vs cause) and the mediating effects of attributions of partner motives in cause marketing advertisements.
Design/methodology/approach
Two experiments, one with students and the second with a more representative sample of the population were used to investigate the effects. ANOVA and structural equation modeling were used to test the relationships.
Findings
Fit and salience were found to be key moderators on the effect of type of message on consumer responses. While brands can use a buy message when they are salient, this benefits them only when fit is high. For informational messages, cause salience leads to positive outcomes, especially when fit is low. Further, consumer attributions of partner motives mediate responses to the advertisement.
Research limitations/implications
Type of message is an important variable that needs to be selected with care. However, the moderating effects of fit and salience and the mediating effects of consumer attributions of partner motives may be able to overcome type of message.
Practical implications
Initial partner selection is critical for the brand. A second key factor is inferences due to the specific message, fit and salience. Nonprofit firms have less to worry about fit compared to brands as attitude and behavioral intentions are high under both fit conditions.
Social implications
Cause marketing can be used successfully to benefit both brand and cause simultaneously.
Originality/value
This study examines the effects for both brands and causes and suggests ways in which both can benefit, leading to a win–win situation. This is an important contribution to the cause marketing field.
Details
Keywords
Mingzhou Yu, Fang Liu, Julie Lee and Geoff Soutar
This study aims to understand the influence of negative publicity on brand image, brand attitude and brand purchase intention. Specifically, the study examines the role of…
Abstract
Purpose
This study aims to understand the influence of negative publicity on brand image, brand attitude and brand purchase intention. Specifically, the study examines the role of attribution (or brand blame) and information characteristics in Chinese consumers’ responses to negative publicity.
Design/methodology/approach
The study used a quasi-experimental approach involving two negative publicity scenarios (mild and high severity) and a sample of 203 young and educated Chinese consumers. Partial least squares was used to test the hypotheses.
Findings
A common assumption is that negative brand information has a negative influence on all aspects of a brand. However, this study finds that brand blame and information severity have differential effects on consumer evaluations of the affected brand. Specifically, brand blame negatively impacted attitudes and purchase intentions, but not brand image. In contrast, information severity negatively impacted brand image, but not attitudes or intentions. Further, the relations between brand image and brand attitudes and intentions depended on the level of information severity. In the mild-severity condition, brand image positively influenced attitudes and intentions, but not in the high-severity condition.
Research limitations/implications
Future research should examine consumer responses to negative publicity across different media and product categories. Cross-cultural studies should also be explored in the future.
Practical implications
When a brand encounters negative publicity, its marketer or brand manager should assess to what extent various brand equity components are influenced by negative publicity before adopting any cognitive-based or imagery-based communication strategies.
Originality/value
This paper contributes to the limited and fragmented literature on consumer response to negative publicity by examining the impact of consumer’s attributions of blame to the brand under conditions of mild and severe negative information on a range of important brand-related outcomes. Specifically, the authors find that negative publicity has a different impact on brand image, brand attitudes and intentions to purchase. The authors suggest that brand managers use this information to guide their marketing communications.
Details
Keywords
Sarah Mischler and Lilian Pichot
The aim of this study is to examine the effect of brand attribution on consumer behaviour. The authorsare interested in finding out if consumers are more likely to purchase a new…
Abstract
Purpose
The aim of this study is to examine the effect of brand attribution on consumer behaviour. The authorsare interested in finding out if consumers are more likely to purchase a new sports product when it is attributed to a brand. The authors are interested in finding out if the brand positively influences the consumer's appreciation of the product in the case of the launch of a new product.
Design/methodology/approach
The authors completed a quantitative survey with 320 people who are familiar with the toning concept, aged between 20 and 45 years old. The questionnaire was conducted face to face in six large cities in France.
Findings
Main results show that belief in the effectiveness of the product is positively correlated with purchase intention. However, the attribution of the product to the brand does not guarantee belief in the effectiveness of the product nor does it guarantee purchase intention. Brand credibility has a positive impact on belief in the effectiveness of the product. Furthermore, exposure to advertising allows the product to be attributed to the brand. Yet, it does not have an impact on belief in the product's effectiveness or purchase intention.
Originality/value
Whereas studying consumer behaviour is not new, analysing consumer perceptions of innovative products and how these perceptions relate to the product brand can provide interesting implications both for consumer behaviour research and from a practical perspective for brands. Indeed, this paper shows the importance of exposure to advertising for a product to be attributed to a brand but this is not enough to induce its purchase. It is the credibility of the brand in the product category as well as the belief in the effectiveness of the product that can lead consumers to buy it.
Details
Keywords
Enrique Bigné, Rafael Currás‐Pérez and Joaquín Aldás‐Manzano
The purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence of two cause‐brand fit categories, functional fit and image fit, on the…
Abstract
Purpose
The purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence of two cause‐brand fit categories, functional fit and image fit, on the formation of brand corporate social responsibility consumer perception (CSR perception) in a cause‐brand alliance (CBA) context.
Design/methodology/approach
A theoretical model is proposed, based on previous research, which explains the effect of functional fit and image fit on altruistic attributions, brand credibility and CSR image; these relationships were assessed through structural equation modelling. The model was estimated with a sample of 299 Spanish consumers of toiletries and cosmetics products, randomly selected. Two newly created, printed CBA advertisements served as the basic stimulus of the study.
Findings
This research shows that consumers perceive functional and image fit differently, and each has its own mechanism for influencing brand CSR perception. While functional fit has a direct, although gentle influence on CSR perception, image fit has an indirect influence, as it is used as a cue to evaluate altruistic brand motivations and brand credibility.
Research limitations/implications
The chosen research approach may reduce the generalisability of the results. Further empirical testing using alternative brands and outcome measures is encouraged.
Practical implications
Both types of fit influence the formation of CSR perception, and should therefore be postulated as decision criteria to brand managers for choosing the CBA partner. Specifically, brands which are likely of being perceived as not credible or egoistic when associating with the cause, must pay special attention to image fit.
Originality/value
This work analyses and compares simultaneously the influence of functional fit and image fit on CSR brand perception formation in the context of a CBA strategy.
Details
Keywords
A number of research findings point to positive motivational attribution about the donor brand as an essential element of cause‐related marketing (CRM) effectiveness. However…
Abstract
Purpose
A number of research findings point to positive motivational attribution about the donor brand as an essential element of cause‐related marketing (CRM) effectiveness. However, there still lacks sophisticated delineation to explicate the antecedents and consequences of positive motivational attribution. The purpose of this paper is to propose and test a strategic management model to address this issue.
Design/methodology/approach
The current study, integrating pertinent theories, develops the conceptual CRM strategic management model. A multi‐phase investigation, alongside statistical technique of structural equation modelling, is used to estimate the causal path relationships among the latent constructs as hypothesised in the model.
Findings
Positive motivational attribution about the donor brand refers to the target consumer's perception that the donor brand is motivated with more altruism than egotism. Only when the consumer's prior experience of the donor brand reaches an acceptable level, such perception becomes possible to emerge. Then, the consumer feels stronger moral pleasure for participating or stronger moral displeasure for not participating in the campaign. Eventually, moral pleasure and moral displeasure exert immediate impact on purchase intention.
Originality/value
The empirically validated CRM strategic management model contributes to brand‐marketing research and practice by providing more strategic clues for maximising CRM effectiveness.
Details